SUSTAIN Racing - Brand Build

THE TEAM BEHIND THE TEAMS

SUSTAIN RACING BRAND BUILD

ROOTS. propose to manage the SUSTAIN Racing brand build as follows:

MARKETING:

• ‘Finish’ the brand build: Tone of voice, Purpose/Vision, USP (why Sustain), audience/ customer profile, competitor landscape

• Build dedicated digital presence: website, social channel

• Social media presence and plan + implementation (unless day to day is managed by PS)

• Partnerships plan and implementation

1. Create ‘racing portfolio’

2. Partnerships (events, teams/racing driver)

• Create Sales material

• Digital marketing strategy (SEO, retargeting, distributor comms)

• Create future material to be used by distributors

• Create distributor guidelines

• Build overall brand marketing budget to include all of the above

The marketing plan should be built on the below pillars and will be guided by the Sales KPIs and confirmed audience:

1. Digital Marketing:

• Data gathering

• Campaign planning and execution

• Distributor communications

• Webinars/Podcasts etc

• SEO

• Social adverts (if applicable)

• Social media

• Digital PR

• News Advisories, white papers, research -> based on Sustain Racing’s/Coryton’s brand identity of being a trusted, longstanding and knowledgeable brand in the industry providing real knowledge, experience, and performance

• Design/Graphics

2. ‘Traditional Marketing’:

• Industry events/tradeshows incl speaking opportunities

• Partnerships/Sponsorships and Partnership Activation

• Marketing/sales collateral

• Content production

• Advertising (if applicable)

• Guerilla marketing (‘disruptor’)

COMMUNICATIONS/PR

• Build PR plan from launch to key milestone comms

• Media plan

• Distribution comms plan

*Will the UK be managed by PS (in collab with ROOTS.) and ROOTS. cover USA?)

CONTENT & DESIGN

• Ongoing design and visual production for all marketing and sales materials/channels

• Motorsport video production of product in use to use to further sales and for PR purposes

COMMERCIAL

• Decide on market entry: USA vs UK based on existing competitors, roadmap, and available marketing budget

• Confirm Sales KPIs

• Distribution strategy - Where / How to buy SUSTAIN Racing fuel?

• Commercial - introductions and sales pipeline

• Key industry events plan - tradeshows etc (link to marketing!)

• Sampling plan - Part of marketing and communications strategy

SUSTAIN RACING CONTENT STRATEGY AND STORYTELLING

ROOTS will build an effective content and communications plan for Sustain Racing that communicates the brand across consumer facing media channels to deliver maximum impact.

Key storytelling around sustainable fuels, educational pieces building engagement and interaction amongst the motorsport community, and commercial development and partnerships will play a vital part in the communications strategy.

PLAN DESIGN & CREATE PUBLISH & DISTRIBUTE EVALUATE & MAINTAIN STRATEGISE & IDEATE

SUSTAIN RACING SOCIAL MEDIA STRATEGY

ROOTS. will leverage Sustain Racing material, motorsport relationships and partnerships to create engaging social media campaigns.

Campaigns will be carefully curated in line with wider environmental conversations and topics, positioning Sustain Racing as the premium sustainable motorsport fuel alternative of choice.

SUSTAIN RACING STRATEGIC PARTNERSHIPS

ROOTS. will work to identify and engage with rights holders and key industry contacts in the motorsport sector and negotiate preferable promotional, sponsorship, commercial and marketing agreements to further the reach of Sustain Racing.

“WE HAVE SPENT A LOT OF TIME THIS YEAR CAREFULLY CREATING A COMPREHENSIVE STRATEGY WITH A ROADMAP CONTAINING OVER 50 OBJECTIVES UP TO 2030 AIMED AT CREATING A SUSTAINABLE FUTURE FOR UK MOTORSPORT"

Hugh Chambers, Motorsport UK CEO